Direct Expression or Indirect Transmission? An Empirical Study on the Impacts of Metaphors and Consumer's Involvement Level on Advertising

Abstract

Abstract:

Metaphor is used frequently in advertising, which can lead to deeply thinking and increased persuasion. This paper analyses advertisement effectiveness from the point of view of audience and the advertising information types. Through two between-subjects experimental designs, the first experiment examines how two levels of advertising message factors (metaphorical versus literal) and involvement factors (high versus low) influence advertising effects. While the second experiment examines how two levels of headline type factors (metaphorical versus literal) influence advertising when the picture is metaphorical and when it is literal. The findings indicate that the metaphor could generate better attitude of advertisement (A_ad) and attitude of brand (A_b) than the normal type of advertisement only when it is applied to those people with lower advertising involvement, on the contrary, it is insignificantly effected by both the type of advertisement; when the picture is metaphoric, there is no difference in A_ad and A_b between a metaphoric headline and a literal headline; While when the picture is literal, a metaphoric headline yield more favorable A_ad and A_b than a literal headline. The research conclusion has the managerial implications for marketing communications practice.

Key words: metaphorical advertisement, involvement, metaphorical picture, metaphoric headline, advertising effectiveness

Wu Shuilong, Hong Ruiyang, Jiang Lianxiong, Zhang Xinle. Direct Expression or Indirect Transmission? An Empirical Study on the Impacts of Metaphors and Consumer's Involvement Level on Advertising[J]. , 2017, 29(9): 133-142.

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